Tag Archives: digital simulation

Artigo Científico

Body, image and (urban) space. Illusions of the physical presence in out-of-home advertising observation experience through a computer screen

Autor: Eduardo Zilles Borba
Modalidade: Artigo Científico em Congresso Internacional (IAMCR 2014)
Local: University of Hyderabad (Índia)

Resumo: This article aims to discuss the individual's immersive experience when exploring advertising images through a virtual world that reconstructs the visual and structural logics of a real city. This means, that its focus is based on a discussion and reflection of factors that drives the person psychologic dive (outside the screen) into a digital simulation (inside the screen). The decision on studying this communication experience is justified by the visual, corporal and spatial intensity relation among observer, image and space, even when reproduced by three-dimensional technics specifics for the computer screen language. In this sense, when transposed to the virtual universe this interaction so linked to the physical world allows to think about a series of problems/questions, not only related to the advertising image (how does the individual recognizes the message?), but, also, how he/she understands this new notion of materiality, objects, space, body and even the own reality? To this end, through a digital model developed by the author, as research process in a doctoral thesis, concluded in 2013, is recreated with computer graphics and programming the way pedestrian experiences, when walking around a small zone of the city of Porto, Portugal, the aesthetic (scenario) and the semantic (communication) of an advertising billboard affixed to a giant architectural structure in the landscape.

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